Strategy and Procedures for Global Operations Jeff Kosiorek, Sr. Manager, Corporate Communications TAC Monday, February 25, 2008

Transcription

1 Strategy and Procedures for Global Operations Jeff Kosiorek, Sr. Manager, Corporate Communications TAC Monday, February 25, 2008

2 About TAC TAC is a leading provider of building automation solutions that manufactures and delivers HVAC control systems, security systems and energy efficiency programs. - $2 billion in revenues - 7,500+ people worldwide - Partners and branches in 80 countries - Localized marketing personnel TAC's parent company, Schneider Electric, is the world leader in electrical distribution and automation and control with 112,000 employees worldwide and operations in 190 countries. Other business units include: 2

3 Program Goals and Objectives Centralized Communications Platform Maintain brand integrity Share across all regions Proven and secure Cost effective Superior reporting Central repository of content, documents and images Integrate surveys Region, user flexibility System scalability Easy to Use Dedicated support Comply SPAM laws Little or no IT dependency 3

4 Before: No Brand and Message Continuity Americas Europe Corporate 4

5 After: Branding Integrity. Regionalized Content Americas Singapore UK Australia Poland 5

6 Global Communications Workflow at TAC Product Marketing Field Devices Business Development Solutions Team / Tech Support Senior Management Types of announcements include: Product Releases, Product Announcements, Marketing Announcements, TPIs, Tech Bulletins, more. TAC Corporate Marketing Internal Global Marketing, Product Management, others (~350 people) Americas Singapore Poland UK Sweden Partners (2,218 s) Branches (1,661 s) 6

7 How TAC s global marketing strategy works -- Denmark -- 7

8 How TAC Denmark Does It A Web Collect form is placed on the TAC Denmark website where visitors can subscribe to one of four enewsletters which are based on company subject matter (HVAC Systems, Energy, Security, etc.) 8

9 How TAC Denmark Does It - Prospects are now subscribed to their enewsletter(s) of choice. - These enewsletters are delivered quarterly in local language and provide information and links to only the information that the subscriber is interested in. - Results and clicks are tracked for business development purposes. 9

10 How TAC Denmark Does It - Example of an Energy Solutions enewsletter. - Forward to a Friend feature allows for additional lead generation possibilities within that country. - Recipients can respond or ask for more information at any time. - enewsletter carries the brand of the organization. Energy enewsletter 10

11 Is Global Marketing Worthwhile? The ability to automate the delivery of relevant and timely information through is an indispensable component of our communication strategy as global marketers at TAC. 11

12 Is Global Marketing Worthwhile? Because of our centralized communications platform, we are able to: Standardize and increase global brand awareness Communicate with a unified message, regardless of country or region Report on delivery statistics which leads to improved performance on an enterprise basis Plus... We now have more educated partners and dealers who have the tools and knowledge necessary to sell more products and services. 12

13 What we learned that can help you: Critical Do s & Don ts 13

14 What Did We Learn? 1. Remember that relationships are built and developed at the local level. Give channel partners and dealers the tools and materials they need to succeed. 2. Know what you are dealing with. Survey and communicate to gather and report the proper metrics. 3. As global marketers, it is easy to get overwhelmed. Base your approach on a self-service model to free up resources and time. 14

15 The Do s & Don ts for Global Marketing The Do s: Think it Through. Develop a vision of how you want to do marketing on a global scale. Design your plan to achieve that vision. Select an service provider that has the platform and experience to support your global strategy. Get local buy-in to the plan. Explain what s in it for you to key stakeholders globally. 15

16 The Do s & Don ts for Global Marketing The Don ts: Hope is not a strategy use metrics to build a case for change and improvement. Don t rely on people who are not informed or trained on delivering communications. Make sure your technology supports global character sets, global SPAM regulations, etc. 16

17 Credits/Thank You ExactTarget Jeff Kosiorek, TAC Direct: (978) Web: Copyright TAC 17